Veteran P&G researcher for Crest toothpaste joins startup making teeth whitener from the sea

Story excerpt provided by Cincinnati Business Courier.

Written by Carrie Ghose.

The chemist who led development of whitening varieties of Crest toothpaste at Procter & Gamble Co. has joined a Columbus startup developing a teeth whitener from marine animal proteins.

Carlos Martinez joined SafeWhite Inc. as executive vice president of research and development, the company announced last week.

“In my 20-plus years of developing oral care products, there have been very few true technology breakthroughs in the whitening space,” Martinez said in a statement. “I’m joining the team at an exciting, pivotal time.”

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Originally published May 31, 2016.

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